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News Story
Updated: 11/26/2017 08:30:01AM

Small Talk

Small retailers aim for emotional ties big chains may lack

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THE ASSOCIATED PRESS

In this Wednesday, Nov. 8, 2017, photo, Christy Abulaban and Abner Rondon look over new releases of comic books during New Comic Day at Carol & John's Comic Book Shop, in Cleveland.

By JOYCE M. ROSENBERG

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NEW YORK — Some smaller retailers will tug at shoppers’ heartstrings during the holidays, trying to create an emotional experience or connection that a big national chain might not provide.

Store owners are going well beyond the usual holiday decorations and music. Among their plans: Parties where the focus is fundraising rather than profits, events with other stores to encourage shoppers to visit them all, and personal services like merchandise deliveries. The retailers are betting that their efforts — which for some are a year-round strategy — will keep customers shopping long after the holiday season.

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